We checked in with Whitney Bromberg Hawkings, founder and CEO of FLOWERBX (FLOWERBX.COM), for a behind-the-blooms look at how her business has blossomed.
Founder Whitney Bromberg Hawkings
YOU STARTED IN FASHION AND THEN TRANSITIONED TO FLORALS. WHAT INSPIRED THE SHIFT?
During the two decades I worked in fashion, I noticed that there was a consistent way all the fashionable people in the world sent flowers—large quantities of just one kind of flower, no prearranged bouquets, no filler flowers—and it was difficult to find florists who could correctly fulfill a request for a single flower variety without any kind of additive. Whenever I was purchasing flowers for my own dinner parties, I also struggled to find large quantities of single stems I could arrange myself instead of prearranged bouquets with slightly old-fashioned designs and combinations. Around this time, I started my family, and as a working mom, I was buying everything online. It was not easy to buy chic, simple floral arrangements on the internet with the same ease I could find clothes, beauty products or even groceries.
So, feeling frustrated with the cost, inconsistency and quality of the flowers I was sending and buying for my home, I wanted to create a brand of flowers that guaranteed a consistent, high-quality, luxury floral experience with sleek, modern arrangements and sustainable packaging.
FLOWERBX curates modern flower arrangements with sustainable packaging.
DID YOU ALWAYS LOVE FLOWERS AND FEEL A VOID IN THE MARKET?
Yes! It was a frustrating experience to order flowers on behalf of Tom Ford, and have the wrong color or a completely different arrangement show up. I loved how there is a consistent experience when you go into a Gucci or Prada store anywhere in the world, and felt there was an opportunity to give that same consistency to floral gifting. It’s not just whatever flowers are on hand at the florist; you have more control over the color, variety and overall aesthetic of what you’re sending.
We also felt there was an opportunity to put sustainability at the core of our business, which felt extremely important in launching any company, especially a flower brand. We cut flowers to order, which means we don’t keep inventory and, in turn, eliminates waste. We make our packaging from recycled materials and compostable where possible, and we constantly challenge ourselves to innovate to improve all areas of our product and supply chain.
FLOWERBX showcases a bevy of floral bouquets (and more)—ranging from hydrangeas, sunflowers and roses to orchids and plants for the home.
HOW DO YOU THINK FLOWERBX APPEALS TO MORE DISCERNING TASTEMAKERS WHO LIKE TO PUT THEIR SPIN ON THINGS?
For me, FLOWERBX is the most beautiful way to consume flowers: extraordinary and unique flowers of the highest quality, delivered at their freshest possible, in a sleek, aesthetic arrangement with responsible packaging. It’s impossible to go wrong for even the pickiest person, and it’s always what I want in my home.
WHAT IS THE MOST IMPORTANT THING TO NOTE WHEN SELECTING FLORALS FOR AN EVENT?
I like to keep things simple—just like I like to keep the food at an event simple and let the quality speak for itself. Less is sometimes more, and I feel just a few stems of perfectly fresh, seasonal flowers can have maximum impact. I love our Bailey bud vases for intimate dinner arrangements that are as effortless as they are elegant.
FLOWERBX showcases a bevy of floral bouquets (and more)—ranging from hydrangeas, sunflowers and roses to orchids and plants for the home.
WHAT SORTS OF BLOOMS OR FLORAL ARRANGEMENTS DO YOU LOVE FOR FALL ENTERTAINING?
Flowers play such an important role in setting a tone for our interiors, and that changes throughout the year. For summer and fall, I adore hydrangeas—they’re dramatic without trying too hard, and look impactful and bold in a tall vase adding a pop of color to any room. Our autumn wreaths will also be returning this year, which is a must for fall hosting; it truly sets the tone of a welcoming, warm autumn home.
DO YOU HAVE A PERSONAL FAVORITE FLOWER?
It’s far too difficult to choose! I’m someone who truly adores flowers, and my answer changes each month as the seasons change. Right now, I love our extra-large Rainbow Sherbet hydrangeas and late summer dahlia—but I also just obsessed over peonies for the spring season and can’t wait for the more subdued autumnal hydrangea to arrive later in the year as temperatures get colder.
Photography by: PHOTO COURTESY OF BRAND;
